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The Interview


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Lesson #2: CORE Lesson #2 – True Patient Desires and Goal Setting

About This Lesson

Instructions coming soon..


Action Items

  1. Nothing to see here! You are free in this video.
  2. What I do want you to do is when you get through this module come back and rewatch this video and describe how you are going to uncover patient wants at a much deeper level!

Full Video Transcript / MP3

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What is up everybody? This is Dr Steve and I want to welcome you back to module number four which is all about the interview. And I'm so excited to share this content with you because this is a high level concept that we're going to talk about in this video, but it's so impactful because I think as dentists we tend to forget this sometimes and this is the most important thing you guys can focus on. This is tenet number two of the eight tenets and this is all about desires of the patient and goal setting as a pillar to acceptance.

Listen, goal setting and true desires are everything when it comes to moving patients forward. And I don't care if you're setting little goals for patients or big goals, you have to understand the nature of how we set goals and how you can accomplish goals in the dental practice. And I know this is tough because when I tell dentists about some of these concepts, they go, "Well I have a treatment plan and they move forward with the treatment plan or they don't." But it's much more fundamental than that.

You have to understand that most patients aren't coming in actually being able to tell you what it is they're looking for, unless they need implants and they have no teeth left and they're like, "Okay I need implants and I want to look good." Or maybe a patient understands that they want to look good. But a lot of patients, they come in, they're just, they're kind of going through life, right? If you will and you're a new dentist and they're a new patient and their plans changed and maybe they want to change something up or whatever, but they don't really have goals.

So you need to understand that desires and goals are intimately linked. And when you understand true desires, then you can start to achieve those desires through goal setting. Okay? And I'm going to talk a lot about these concepts in the next tenets because they build on each other but what I first want to do is tell you basically what are the major desires of a patient if they don't tell you. And I use the thing that I call the "three universal wants" to establish trust and rapport almost immediately and they come off of the true desires of the patient.

So you have to remember, no one actually likes the dentist. That's a true story. Newsflash, right? They don't want to be there. And in fact, you probably don't want to go to a dentist either, right? And you said, "No, I have patients that like." NO. They like the end goal of what the dentist might be able to give them, but they don't like being there. No one likes being at the dentist. Okay? And I always laugh because I think a lot of dentists are trying to change that paradigm and say, "Well we do spa treatment and we do wax on the hands" and that's all good stuff but the reality is, if you were to give a hundred patients a choice, "Hey, you're going to go to the dentist every six months, but you're going to get VIP service and yada, yada, yada, but we're still going to do that. Or we're going to give you the option to get you so healthy you never have to a dentist again. And then if you do go to a spa, you could actually go to a true spa and not have to listen to drills in the background." Right? How many patients would say, I want the first one? None, of course not.

So give them what they want, right? Give them a strategy that helps get them what they want, which is no dentistry. So you have to stop selling features, technology, and procedures. I laugh so hard when I see this on websites. You don't sell features, technology and procedures. You sell a story about how when a patient comes into your practice their lives transform. You have to sell the story of what it is you're trying to do for your patients. No one wants your cone beam period. They don't. The only people that want your cone beam is you, right? Like they don't want your features. They don't want your root canals. They don't want your crowns, no matter how good they are. They don't want them. So you have to stop selling the features, technologies, and products. You have to start selling the story.

And again, the story is not about you. The story is about your ideal patient and what your ideal patient and your patients in general are going to be able to get from your practice. Right? It's not about you. The hero was not you. The hero was your patient. And then once you do that, you want to start to, and this was a big one for me, I learned this from Russell Brunson, I firmly believe, he talks about this idea of three markets: health, wealth and relationships. If you go one step further, you realize that those three markets are also the major want categories. For most people, probably everyone, every major want will fall into one of those three categories. So it'll be either health-based, wealth based or relationship-based. Okay?

So it makes sense that the three universal markets; health, wealth, and relationships; solve the issue of the three universal wants, which is health, wealth, and relationships. And I can guarantee you every patient, right? Every patient that comes to your practice wants, thinks the dentists will get one of those three things. Now for most it's maybe health. I would argue that most of them are coming in for relationships. They want their teeth to look better, to function better so they can smile more, so they don't have bad breath. Those are all relationship-based.

They don't say, "Well I don't want bad breath because it's an indication of poor health." They say, "I don't want bad breath because my wife won't talk to me anymore." Right? That's what they want. So those three categories, I want you to think about that. The reason we all go to dentist is to fit one of those three categories. So what your job is as the dentist is to cut through the noise of that interview and cut through the noise of what the patient is saying to you and get deeper into what they're actually telling you, what they truly want, what they are emotionally involved with and why they're there. The faster you can cut through that noise, he more successful you'll be.

If you get caught in their stuff, you'll never get there. You'll never be able to identify their true wants. And here's where the masters really shine. They listen and then they can hear below what's not being said and go on to those three markets and tell them, "Well, it really sounds like the reason you come to the dentist is because of this, right? Relationships. The reason you're coming to the dentist, why you're coming to me is you want a healthier mouth, right? So that you can function because you're telling me about steaks and you want to be able to chew when you're 70 or 80 and your, your parents weren't able to do that and you saw how that impacted their lives. So what you really want is to come to me to help you get so healthy that you don't have to worry about eating steaks with dentures." Right? Touch on those major want categories. Okay?

And once you understand wants, you have to set concrete goals to get there. Now here's the beauty. The process that I lay out for you is literally a step-by-step process to help patients set those goals and achieve those goals. That's what the commitment is about. That's what the guided tour is about. That's what the review of finance is about. That's about delivering the promise, all of these things are built on each other so that you can understand how to set concrete goals to help your patients get where they want to go. Okay?

So the action steps for this as actually you have nothing to do here. This is the first one that there's not a concrete action step because this was such a high level concept, but I want you to be free in this video, so you're free to move onto the next one but here's what I want you to do. When you get done with all the videos in this module, I want you to go back to this video and then I want you to describe how you're going to help uncover patient wants at a much deeper level. Okay? There's all the steps to help you get there in the next few videos but what I want you to do is when you get done, go back and say, "Oh wow, this is an amazing, I can't believe how naive I've been on my interview process to really help identify true patient wants." Put them into one of those three categories and then help your patients set concrete, actionable goals to help get there.